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International Business
Geringer, McNett, Minor, Ball
Instructor Guide to Module 13
CONNECT TOOLS FOR CLASS PREPARATION
SmartBook
What is SmartBook?
SmartBook is a digital version of your course textbook. It contains the same content within the
textbook, but unlike a typical eBook, SmartBook actively tailors that content to your individual
needs as a student. SmartBook can be accessed online through your laptop, tablet or
smartphone and is also accessible when you’re offline!
How Does SmartBook Help You/Students?
• Assignable – assigning students their reading and studying their textbook content
ensures they are coming to class prepared.
• Proven to help students get a better grade. Studies show SmartBook technology can help
increase grades by a full letter.
• Save time. Study smarter. SmartBook makes sure students focus on the things you don’t
know so they can prioritize your study time wisely.
• No more cramming. SmartBook helps learners retain key concepts so you can learn—not
memorize.
• Accessible on the go. Use SmartBook on your laptop, tablet or smartphone–online or
offline–via your browser or mobile app.
• Results in real time. Track student progress–and prevents them from wait for midterms
or finals. Know how well you understand the material now.
How to assign SmartBook to ensure students come to class prepared?
• On the Connect course homepage click “add assignment” > LearnSmart > Select the
chapter
• Decide what content you’d like your students to study, and how much time you’d like
students to spend on their work. Start by narrowing down the content prior adjusting the
slider bar. – Many instructors find it useful to limit the assignment to a maximum of 45
minutes.
• Assign points to the assignment. Instructors have found that if they give the
LearnSmart/SmartBook assignment a minimum of 10% of the course grade that students
are more likely to complete the assignment.
• The entire LearnSmart/SmartBook module is available to your student at all times,
however, assigning it will prompt students to try it. You are required to select a due date
for this assignment, however, this will not prevent the student from access to the tool; it
is designed to show you that the student has taken the LearnSmart/SmartBook
International Business
Geringer, McNett, Minor, Ball
Instructor Guide to Module 13
assignment. LearnSmart/ SmartBook is an adaptive study tool designed for students. It
can also show you where students are struggling to understand specific concepts.
• The student’s LearnSmart/SmartBook score in the Connect reports is based on their
mastery of the material at the time the assignment is due. Mastery is an evaluation of
the number of learning objectives they completed via performance on answering
questions.
• Students may, and are encouraged, to continue to use LearnSmart/SmartBook
throughout the semester. After the assignment due date, they can continue to access
this tool. Continued use of LearnSmart will not affect their LearnSmart/SmartBook
assignment results in the Connect reports, but has shown to improve test scores by as
much as a full letter grade.
International Business
Geringer, McNett, Minor, Ball
Instructor Guide to Module 13
ENGAGEMENT & APPLICATION (FACE TO FACE & ONLINE & HYBRID)
BOXED TEXT DISCUSSION QUESTIONS WITH SUGGESTED ANSWERS
GLOBAL DEBATE: Cuba: Opportunity or Sticky Situation?
The global debate here is on the timing and transition we can expect in Cuba, now that relations
are beginning to normalize. There are many issues to be worked out between the two nations,
not the least of which is whether there will be compensation for or return of property to present
American citizens who fled Cuba during its revolution. How consumer-oriented will the markets
be? Are we correct to expect a transition to a market-based democracy, or is this unrealistic?
1. Should foreign marketers quickly gear up for trade with Cuba, or adopt a go-slow
3. What problems could the political climate in Cuba give U.S. exporters or investors?
GET THAT JOB! FROM BACKPACK TO BRIEFCASE Nicole Kissam: Consider a
Career in International Marketing
Nicole Kissam describes how her internship with AIESEC helped her decide that she wanted an
international career in marketing. She parlayed that internship into a job in Prague
Online and Hybrid: Virtual teams evaluate Kissam’s advice for their own career
development. Share conclusions with class, either online or in face-to-face setting.
International Business
Geringer, McNett, Minor, Ball
Instructor Guide to Module 13
Face-to-Face: Students evaluate their own career strategy in light of Wedeking’s advice.
1. Research AIESEC, the organization Kissam had her internship with, and comment on
whether it would be an appropriate way for you to build your global mindset.
2. Kissam stayed abroad when her internship was completed and took a position in
Prague. Discuss the advantages and disadvantages of this decision.
END OF MODULE EXERCISES
CRITICAL THINKING QUESTIONS
1. Louis Vitton CEO Yves Carcelle says, “One to two thousand people is all you need. . . .
You can’t judge by average income—average doesn’t mean anything.” Although he was
speaking about the luxury goods market, do you think his comments about averages apply to
other segments of the market as well? Why or why not?
2. What future do you see for global advertising?
3. What advantages and disadvantages may result from standardizing the marketing mix
4. As people become more educated and living conditions improve, do their product
preferences become more similar? Why or why not?
International Business
Geringer, McNett, Minor, Ball
Instructor Guide to Module 13
or a Gucci bag, neither would benefit from localization. The buyer wants the globally standardized
product. The same may be said increasingly for firms such as Starbucks, McDonald’s, and other
franchises. Yes, some of the promotional elements may need to be localized, but the product the
consumer wants is a standard one.
6. Assume you are a consultant to Sony, shortly before the introduction of the
PlayStation 4. What advice would you give Sony about making the device attractive to various
7. What cultural problems might you encounter in introducing the search and discovery
8. Candy Crush Saga is a simple game played by over 75 million Facebook users, but only
about 16 percent of its fan base is in the United States. What elements of Candy Crush Saga
1. View the ads online. Did you find them offensive? Some in the Greek community did.
2. Do you think such ads help Kraft shed its older, stodgy image?
3. Can you develop a similar campaign for another old-line brand or product that needs
updating?
International Business
Geringer, McNett, Minor, Ball
Instructor Guide to Module 13
BONUS ACTIVITIES (additional resources not in the text)
This section provides you with support of your course above and beyond what’s found in the
text. We have developed these resources to support your course, to support your traditional,
hybrid, online, flipped class.
VIDEO SUGGESTIONS
McGraw Hill’s collection of international business videos is available on pinterest at
https://pinterest.com/mheibvideos . The International Marketing board is rich and varied,
updated monthly. It’s a great resource. See “Experiential Luxury Marketing” by Thoughtful
China at https://www.pinterest.com/pin/387591111651108641/.
Kraft’s video on the Oreo cookie “Global Marketing-Oreos” explores their global positioning of
this popular product. See it at https://www.youtube.com/watch?v=i29EQtnPG8U/.
View the Subway international expansion story at
https://www.youtube.com/watch?v=WJOEZGI50B8/.
View Clayton Christensen’s disruptive innovation being applied in India in “chotukool,” at
http://www.innosight.com/impact-stories/chotokool-case-study.cfm/.
TEAM EXERCISES
These may be done individually or in groups or teams, either in or out of class, for later class
presentation. Some are also appropriate for hybrid and online courses.
1. Ask small groups to discuss why they think marketers tend to find greater dissimilarities in social and
cultural values as they move down economic strata in all countries, regardless of the country’s level of
development. Have groups report back. This can also be done online, using collaboration tools.
2. Theodore Levitt, in his book, The Marketing Imagination, predicted that technology would create
homogeneous markets. Evaluate his prediction in small teams and report back to the class. This
exercise can also be done online, using collaboration tools. To make the exercise more substantive,
assign the chapter Marketing Myopia, which also appeared as a Harvard Business Review article
(https://hbr.org/2004/07/marketing-myopia).
3. In small teams (5 students) discuss ways a global Internet presence can be localized. You
might begin by checking out businesses that have multiple country-specific sites. Report back to
class, developing a larger set of localization options for an Internet presence. This exercise can
be modified to complete online using collaboration tools.
